🌊 The $11 Trillion Secret: Your Blueprint to Dominate the Downsizing Market

Drew Fabrikant
9 hours ago
4 min read

This week on Lab Coat Agents, hosts Tristan Ahumada and Drew Fabrikant, CEO and founder of Scout, broke down how to tap into the massive $11 Trillion Downsizing Market. They shared a step-by-step guide on how real estate agents can use data, automation, and precision targeting to establish themselves as the definitive go-to expert for downsizers in their neighborhood. View the replay here.

The Silver Tsunami is Here: Why Downsizers are Your Next Listings

In a recent, high-value LabCoat Agents session, host Tristan Ahumada and Drew Fabrikant, CEO and founder of Scout, broke down how to stop chasing stale leads and start targeting the most motivated sellers in the market: downsizers.

This group of homeowners, typically 55+, controls an estimated $11 trillion in assets and represents the largest generational wealth transfer in human history. Drew revealed that every day, 10,000 boomers turn 65, creating a "Silver Tsunami" of selling opportunities.

Here's the problem: 97% of agents are walking right past this niche, fighting over speed-to-lead valuation requests that are being resold multiple times. Downsizers are different. They are:

Financially Ready: They have paid-off homes and built-up equity, allowing them to make decisions quickly without scraping together a down payment (3:22).
Motivated Sellers: They have a definitive timeline and reason to move (10:33).
Emotionally Driven: Their biggest concerns aren't market stats—they worry about decluttering 30 years of memories, finding the right new community, and tax implications (18:36-19:58).

To win this market, you need to abandon the hustle and adopt a strategy of precision targeting and predictable automation.

💡 The Strategy: The 'Know Me' Principle

The key to connecting with older homeowners is establishing trust by proving you understand their unique needs. As Drew explained, this is the "Know Me" principle (16:16). You must reach them before they start Googling "how to sell my house" by delivering a personalized resource that shows you're not just a salesperson, but a trusted advisor.

🛠️ Step-by-Step: Your Scout + Gamma Marketing Campaign

The webinar demonstrated how to combine Scout's predictive data and automation with an AI presentation tool like Gamma to build an expertly tailored, evergreen marketing campaign that runs on autopilot.

Step 1: Identify & Acquire the Leads with Scout (Targeting)

Scout's Role: Scout is your predictive digital farm. It uses advanced behavioral and property data to find the homeowners most likely to move.

Apply the Downsizing Filter: Inside the Scout platform, you simply click the pre-built "Downsizers" filter (24:25). This automatically applies criteria like 55+ age, 3,000+ square foot homes, multiple bedrooms, and out-of-college-age children.
Filter for Intent: For the highest-intent leads, layer on the "Actively Shopping" filter. This uses web-browsing activity to identify downsizers who are actively looking at properties online (26:02-26:29).
Enrich Your Contacts: Once you pull your list, Scout provides rich contact and property data—including email, cell phone number (28:40), property details, age, income, and more—to allow for hyper-personalization.

Step 2: Create the Resource with Gamma (Content)

Gamma's Role: Gamma (or a similar AI presentation tool like GenSpark, which was shown) is used to quickly create the personalized, high-value asset you will send to your targeted list.

Use an AI Prompt: Instead of spending hours creating a guide, use an AI tool with a prompt like: "Create a one-page document for potential downsizers that I can provide as a real estate agent. The resource should cover how to think about moving to a smaller home, including emotional, financial, and logistical considerations." (20:52-21:05)
Generate the Asset: The AI will instantly generate a visually appealing, professional document (PDF or slide deck) with step-by-step processes, statistics, and tips—everything the downsizer is worrying about (21:05-21:45). This asset is what you will use to build immediate trust.

Step 3: Automate & Convert with Scout (Outreach)

Scout's Role: Scout automates your outreach and follow-up, ensuring your personalized resource gets delivered at scale.

Set Up the Campaign: Upload your high-value resource (the Gamma-created PDF).
Personalize the Outreach: Use one of Scout's 50+ industry-specific templates or use the built-in AI copywriter to craft a hyper-personalized email (33:00). The email should reference their specific situation (e.g., "I noticed you have a 3,000 sq ft home and might be thinking about downsizing...") and offer the resource.
Automate the Follow-Up: Set up a multi-touch sequence. Scout manages 98% primary inbox deliverability and, if a contact doesn't reply in a set number of days, it automatically sends a second or third touch (32:42-32:51).
Evergreen Automation: Attach your saved search to the campaign. Every month, any new contact that triggers the downsizing criteria is automatically added to the campaign, creating a listing machine that never forgets to follow up (30:10-30:22).

⏱️ How to Create your Downsizing Campaign with Scout and Gamma in Under 5 Minutes!

Sign into Scout and create your Downsizer outreach segment.
Select the Downsizing email template, edit it, or create your own.
Head to Gamma and create your Downsizing Guide deck.
Link the deck to your Scout campaign, attach your segment, and launch!

Sample downsizing guide prompt:

Goal: Create a concise, professional slide deck (8–10 slides) for potential downsizers who are considering moving to a smaller home.

Target Audience/Tone: The tone must be empathetic, reassuring, and informational. It should position the agent as a knowledgeable guide, not a salesperson.

Required Content Sections: Include slides dedicated to the following topics:

The Emotional Journey: Acknowledge the non-financial difficulty of leaving a home.

The Financial Picture: Highlight both the costs of selling/moving and the potential financial benefits (equity, lower utilities/maintenance).

Decluttering Roadmap: Provide a simple, actionable 3-step process (e.g., "Sort, Sell/Donate, Store").

Assessing Your New Needs: Focus on lifestyle over square footage (e.g., "What space must you have?").

Agent Value Proposition: Briefly explain how you specifically help downsizers navigate these challenges.

Design & Format: Use a clean, minimalist design. Each slide should contain bullet points, not paragraphs. The output should be a detailed slide-by-slide outline ready for presentation software.

Call to Action: The final slide must include a soft call-to-action inviting them to a no-obligation consultation to review their personal timeline.